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DECLARATION 1
I, Gurmeet Singh student of Masters of Business Administration from Amity Business School, Amity University Uttar Pradesh hereby declare that I have completed Dissertation on
STUDY OF CHANGING ATTITUDE OF INDIAN CONSUMERS TOWARDS ONLINE SHOPPING
I further declare that the information presented in this project is true and original to the best of my knowledge.
24/03/09 Noida
CERTIFICATE 2
I Ms.Rushina Singhi hereby certify that Gurmeet Singh, student of Masters of Business Administration at Amity Business School, Amity University Uttar Pradesh has completed dissertation on Study of changing attitude of Indian consumers towards online shopping, under my guidance.
This Dissertation is prepared in partial fulfillment of Master of Business Administration to be awarded by Amity University, Uttar Pradesh.
To the best of my knowledge, this piece of work is original and no part of this report has been submitted to any other Institute/University earlier.
Date Singhi
Ms.Rushina
ACKNOWLEDGEMENT
I express my sincere gratitude to my Dissertation Guide, Ms. Rushina Singhi for his constant support and guidance. Without his help and cooperation, this project would not have been successfully completed
owe
my
enormous
intellectual
debt
towards
my
guide,
who
have
I thank all the respondents, without whose cooperation, the project would not have been successful.
I am also indebted to my parents and friends for their direct or indirect support and cooperation.
ABSTRACT
The growing use of Internet in India provides a developing prospect for online shopping. If E-marketers know the factors affecting online Indian behavior, and the relationships between these factors and the type of online buyers, and then they can further develop their marketing strategies to convert potential customers into active ones, while retaining existent online customers. This project is a part of study, and focuses on factors which online Indian buyers keep in mind while shopping online. This research found that information, perceived usefulness; ease of use; perceived enjoyment and security/privacy are the five dominant factors, which influence consumer perceptions of online purchasing. A model was developed indicating online shopping behavior and acceptance among customers in India. The model was tested with a survey sample (n=150). Factor analysis technique in SPSS was used to classify these factors which buyers keep in mind while shopping online.
CHAPTER -1 INTRODUCTION
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Internet is changing the way consumers shop and buys goods and services, and has rapidly evolved into a global phenomenon. Many companies have started using the Internet with the aim of cutting marketing costs, thereby reducing the price of their products and services in order to stay ahead in highly competitive markets. Companies also use the Internet to convey, communicate and disseminate information, to sell the product, to take feed back and also to conduct satisfaction surveys with customers.
Customers use the Internet not only to buy the product online, but also to compare prices, product features and after sale service facilities they will receive if they purchase the product from a particular store. Many experts are optimistic about the prospect of online business.
In addition to the tremendous potential of the E-commerce market, the Internet provides a unique opportunity for companies to more efficiently reach existing and potential customers. Although most of the revenue of online transactions comes from business-to-business commerce, the practitioners of business-to-consumer commerce should not lose confidence.
It has been more than a decade since business-to-consumer E-commerce first evolved. Scholars and practitioners of electronic commerce constantly strive to gain an improved insight into consumer behavior in cyberspace. Along with the development of E-retailing, researchers continue to explain E-consumers behavior from different perspectives. Many of their studies have posited new emergent factors or assumptions that are based on the traditional models of consumer behavior, and then examine their validity in the Internet context.
Access to Information The increase in number of computer users Reach to net services through broadband Middle-class population with spending power is growing. There are about 200
million of middle-class population good spending powers. These people have very little time to spend for shopping. Many of them have started to depend on internet to satisfy their shopping desires. .
Indian online matrimonial sector is worth around $230 million. Worldwide e-commerce is only growing at the rate of 28%, since India being a younger market, the growth of e-commerce is expected at 51% in the coming years.
Inline with global trends finally India has also started shopping online these days. As per the study by IAMAI online shopping in India has rose from $11million in 1999-2000 to $522 million in 2008 and it is expected to rise above $700 million by end March 2010.
Indians are also Shopaholics like other Asians. There is a strong booming young adult population in India with good levels of disposable income.
IN INDIA - Over $50 Billion and growing rapidly - Most popular online shopping products include: books (45%), electronic gadgets (42%), railway tickets (38%), accessories apparel (35%), apparel (35%), gifts (34%), computer and peripherals (32%), airline tickets (28%), music downloads (21%), movie downloads (21%), hotel rooms (22%), magazines (18%), tools (16%), home appliances (16%), toys (16%), jewelry (17%), movie ticket (15%), beauty products (12%), health and fitness products (12%), apparel gift certificates( 11%) and sporting goods (7%). There are over 120 million people online in India and this is expected to grow to 200 Million by the end of 2010
The current literature on consumer online purchasing decisions has mainly concentrated on identifying the factors which affect the willingness of consumers to engage in Internet shopping. In the domain of consumer behavior research, there are general models of buying behavior that depict the process which consumers use in making a purchase decision. These models are very important to marketers as they have the ability to explain and predict consumers purchase behavior.
The classic consumer purchasing decision-making theory can be characterized as a continuum extending from routine problem-solving behaviors, through to limited problem-solving behaviors and then towards extensive problem-solving behaviors [Schiff man et al., 2001].
The traditional framework for analysis of the buyer decision process is a five-step model. Given the model, the consumer progresses firstly from a state of felt deprivation (problem recognition), to the search for information on problem solutions. The information gathered provides the basis for the evaluation of alternatives. Finally, post-purchase behavior is critical in the marketing perspective, as it eventually affects consumers perception of satisfaction/dissatisfaction with the product/service. This classic five stage model comprises the essence of consumer behavior under most contexts. Nevertheless, the management of marketing issues at each stage in the virtual environment has to be resolved by individual E-marketers. Peterson et al. [1997] commented that it is an early stage in Internet development in terms of building an appropriate dedicated model of consumer buying behavior. Decision sequences will be influenced by the starting point of the consumer, the relevant market structures and the characteristics of the product in question. Consumers' attitude
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towards online shopping is a prominent factor affecting actual buying behavior. Source: Jarvenpaa Journal of Electronic Commerce Research, VOL. 6, and NO.2, 2005
Todd [1997] proposed a model of attitudes and shopping intention towards Internet shopping in general. The model included several indicators, belonging to four major categories; the value of the product, the shopping experience, the quality of service offered by the website and the risk perceptions of Internet retail shopping. In the research conducted by Vellido et al. [2000], nine factors associated with users' perception of online shopping were extracted. Among those factors the risk perception of users was demonstrated to be the main discriminator between people buying online and people not buying online.
Other discriminating factors were; control over, and convenience of, the shopping process, affordability of merchandise, customer service and ease of use of the shopping site. In another study, Jarvenpaa et al. [2000] tested a model of consumer attitude towards specific webbase stores, in which perceptions of the store's reputation and size were assumed to affect consumer trust of the retailer. The level of trust was positively related to the attitude toward the store, and inversely related to the perception of the risks involved in buying from that store. Jarvenpaa et al. [2000] concluded that the attitude and the risk perception affected the consumer's intention to buy from the store.
Consumer risk perceptions and concerns regarding online shopping are mainly related to aspects involving the privacy and security of personal information, the security of online transaction systems and the uncertainty of product quality. Trust is interwoven with risk [McAllister, 1995]. One of the consequences of trust is that it reduces the consumers perception of risk associated
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with opportunistic behavior by the seller [Ganesan, 1994]. Lack of trust is frequently reported as the reason for consumers not purchasing from Internet shops, as trust is regarded as an important factor under conditions of uncertainty and risk in traditional theories.
Mayer et al. [1995] developed a model which combines traditional marketing philosophy on consumer motivation to buy and the trust model. In this model, trust propensity; which is a personality trait possessed by buyers; is an important antecedent of trust. In Internet shopping, there is not much information available to the buyer regarding the seller, prior to purchase. A buyer with a high propensity to trust will more likely be a potential customer than a buyer with a lower propensity. Mayer et al. [1995] proposed that ability, benevolence and integrity constitute the main elements of trustworthiness. Ability refers to skills, competencies and characteristics that a seller has in a specific domain. In this context, sellers need to convince buyers of the competence of their companies in the Internet shopping business. Benevolence is the extent to which the seller is perceived by the buyer as wanting to do well. Sellers have to convince buyers that they genuinely want to do good things for buyers, rather than just maximize profit.
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CHAPTER-3
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Project Profile
Problem Definition
Online selling can be a very effective tool for a marketer to reach his customers. But at present the marketer does not know the attitude of consumers towards online shopping and what are the factors that shape the consumers attitude towards online shopping. Also what are key concerns from the point of view of consumer while online shopping? If the marketer gets to know these factors, then he really can use internet in the most effective manner to market his products. So this study makes attempts to solve this problem.
Rationale of Study
Selling on internet has a large potential due to the very high targeting possibilities As a result of this exceptional development, the online selling industry is becoming interested in the use of internet to reach their customers. Hence a better understanding of online shopping is critical to the effective use of this channel of approach to the consumer. It is especially important to know what is the consumers attitude towards online shopping, benefits perceived by them and what factors attract them towards online shopping.
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The data was collected only through Questionnaires. The sample size was 150. And random sampling was done among the internet users. The analysis of the data was carried out using SPSS software and the various tools used were Cross Tabs, and Factor analysis,
PROPOSED MODEL
After examining the 10 empirical studies, we identify a total of eleven interrelated factors for which the empirical evidences show significant relationships. These ten factors are perceived usefulness, perceived ease of use, perceived enjoyment, information on online shopping, security and privacy, quality of internet connection, attitude towards online shopping, intention to shop online, online shopping decision making, online purchasing, and consumer satisfaction. Six (perceived usefulness, perceived ease of use, perceived enjoyment, information on online shopping, security and privacy, quality of internet connection )are found to be ordinarily independent and five (attitude toward online shopping, intention to shop online, decision making, online purchasing, and consumer satisfaction) are ordinarily dependent variables. Consumer satisfaction is considered to be a separate factor in this study. It can occur at all possible stages depending on consumers involvement during the online shopping process. The relationships between satisfaction, attitude, intention, decision making and online purchasing are proposed to be two-way relationships due to the reciprocal influences of each on the other. In addition, three of the antecedents, perceived usefulness, perceived ease of use, perceived enjoyment , have been found to have direct impact on consumer satisfaction.
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Perceived Usefulness
Perceived usefulness is defined as the degree to which a person believes that using a particular system would increase his or her job performance. It is an important factor affecting acceptance of an information system, because the ultimate aim of any person is the superior job performance.
Perceived Enjoyment
Enjoyment refers to the extent to which the activity of using a computer is perceived to be enjoyable in its own rights. This is seen as an intrinsic source of motivation to use a particular application.
Amount of Information
Amount of information is defined as the information which is available for the product which a person wants to buy through online shopping. This factor eases the decision of the user to actually buy the product or not, or which product to buy. This factor becomes even more important in case of High Involvement product.
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shop online is positively associated with attitude towards Internet buying, and influences their decision-making and purchasing behavior. In addition, there is evidence of reciprocal influence between intention to shop online and customer satisfaction.
Online purchasing
This is the most substantial step in online shopping activities, with most empirical research using measures of frequency (or number) of purchases and value of online purchases as measures of online purchasing; other less commonly used measures are unplanned purchases Online purchasing is reported to be strongly associated with the factors of personal characteristics, vendor/service/product characteristics, website quality, attitudes toward online shopping, intention to shop online, and decision making (Andrade 2000; Bellman et al. 1999)
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Consumer satisfaction
It can be defined as the extent to which consumers perceptions of the online shopping experience confirm their expectations. Most consumers form expectations of the product, vendor, service, and quality of the website that they patronize before engaging in online shopping activities. These expectations influence their attitudes and intentions to shop at a certain Internet store, and consequently their decision-making processes and purchasing behavior. If expectations are met, customers achieve a high degree of satisfaction, which influences their online shopping attitudes, intentions, decisions, and purchasing activity positively. In contrast, dissatisfaction is negatively associated with these four variables (Ho and Wu 1999; Jahng et al. 2001; Kim et al. 2001).
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Intention
to shop online
Decisio n Making
Online
Purchase
CONSUMER SATISFACTION
Sample Size
The sample size of the participants was of 150 customers
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CHAPTER-5 ANALYSIS
The Research was conducted by mode of questionnaire and respondents obtained following results after analyzing the sample size of 150 questionnaires. The analysis was done using factor analysis and cross tabs.
FACTOR ANALYSIS
1) FOR FACTORS AFFECTING ONLINE SHOPPING Respondents were asked to rate the factors influencing online shopping purchase behavior. In all six different factors were taken in questionnaire for getting the responses of consumers .Here are those factors:
Information about online products and services Perceived usefulness Ease of use Perceived enjoyment Security Quality of internet
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Factor analysis was done using SPSS to extract the most important benefits derived by customers point of view from the usage of online shopping.
Kaiser-Meyer-Olkin Measure of .667 Sampling Adequacy. Bartlett's Test of Approx. Chi83.193 Sphericity Square df Sig. 15 .000
Communalities
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Initial Information 1.000 Percieved usefulness Ease of use 1.000 Percieved 1.000 enjoyment Security 1.000 Quality of internet 1.000
Extraction Sums of Initial Eigenvalues % of Compo Varianc Cumulat Squared Loadings % of Varianc Cumulat ive % 42.853 72.584
Rotation Sums of Squared Loadings % of Varianc Total 2.417 1.338 e 40.276 22.308 Cumulat ive % 40.276 72.584
nent Total e ive % Total e 1 2.571 42.853 42.853 2.571 42.853 2 1.184 19.732 72.584 1.184 19.732 3 .970 16.162 78.746 4 .695 11.592 90.338 5 .350 5.840 96.178 6 .229 3.822 100.000 Extraction Method: Principal Component Analysis.
Component 1 2 Information .563 Percieved usefulness Ease of use .836 Percieved enjoyment Security .365 -.355 .886 -.166 -.253 .797 .201 .505
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Quality of internet .054 .819 connection Extraction Method: Principal Component Analysis. a 2 components extracted.
Component 1 2 Information .362 Percieved usefulness Ease of use .873 Percieved enjoyment Security .463 -.213
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.664
.684
.456
.040
.890
.139
Quality of internet -.222 .790 connection Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a Rotation converged in 3 iterations.
Componen t 1 2 1 .943 .334 2 -.334 .943 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
Interpretation: The value of KMO test is coming out to be 0.667, which suggests the validity for factor analysis. The principal component analysis is giving 72.584 as commutative % which is good enough because data redundancy is less. Two components have been extracted with Eigen values more than 1 after principal component analysis and rotated component analysis.
The output value shows that following factors can be safely extracted after factor analysis:
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Information about online products and services(Extracted from component 2) Perceived usefulness (Extracted from component 1) Ease of use(Extracted from component 1) Perceived enjoyment(Extracted from component 1)
Not sure of product quality Cannot bargain/negotiate Not sure of security of transactions/credit card misuse Need to touch and feel the product Significant discounts are not there Have to wait for delivery
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product 1.021 17.013 78.065 1.021 17.013 significant discounts are not -.024 .796 4 .809 13.491 91.556 there 5 .507 8.444 100.000 have to wait for delivery .728 -.165 6 -2.182EExtraction Method: Principal Component Analysis. -3.636E-15 100.000 16 a. 3 components extracted. Extraction Method: Principal Component Analysis.
-.284
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Rotated Component Matrixa Component 1 not sure of product quality cannot bargain/negotiate .953 -.115 -.765 not sure of security of .953 transactions/credit card mis use need to touch and feel the .046 product significant discounts are not -.087 there have to wait for delivery .762 .793 -.048 .077 -.236 .010 .966 .050 .152 2 .050 3 .152 .059
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 4 iterations.
Component Transformation Matrix Compon ent 1 2 3 1 .992 -.089 -.085 2 .069 .973 -.220 3 .103 .213 .972
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
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Interpretation: The principal component analysis is giving 78.065 as commutative % which is good enough because data redundancy is less. Three components have been extracted with eigen values more than 1 after principal component analysis and rotated component analysis. The output value shows that following factors can be safely extracted after factor analysis:
Not sure of product quality (Extracted from component 1) Transactions/credit card misuse (Extracted from component 1) Have to wait for delivery (Extracted from component 1) Significant discounts are not there (Extracted from component 2)
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CROSS TABS
1) BETWEEN TIME OF LAST PURCHASE AND METHOD OF PAYMENT
Interpretation: The most common method of payment is by debit card/credit card for the purchase over internet irrespective of the time of purchase of internet. Second most common method is cash on delivery.
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Interpretation:
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The most common factor for making decision for online purchase is through information by search engine. Also when people come across any special offer that helps in decision making for online purchase.
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Interpretation: People below the age group of 40 are more actively involved in online shopping. That means youngsters are getting attracted towards concept of online shopping.
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Interpretation: People earning between Rs. 20,000-50,000 is more keen towards online shopping. This explains the fact why online shopping is becoming popular amongst younger workforce earning between 20k-50k.
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Limitation of the study is the selection of the existing studies. Owing to time limitation, only a few number of journals were searched. This may leave some other prominent empirical studies out. In addition, owing to the multidisciplinary nature of online shopping, it would be very interesting to compare IS literature to other disciplines that study online shopping attitudes and behavior.
satisfied is directly related to attitudes toward online shopping or toward specific Internet stores. The relative importance of this factor in determining such consumer behavior as repeat purchases suggests that further research on consumer satisfaction with online shopping needs to be conducted.
GENERAL DISCUSSIONS
LOGGING ONTO E-SALES Share in 08-09 Projection for 09-10 24% 40% 20% 30% 7% 11-12% 7% 10-11% 6% 9%
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It was never thought that Indians would go in for e-shopping in such a big way. Ticketing, travel bookings and even books and movies seem fine to buy online. Knowing that in India sizes vary from brand to brand and quality is inconsistent, even of some electronic items, how is it that there are people buying these items online? Well, Assocham says that books are the hottest selling item on the internet. In fact most products bought and sold off online are: books, electronic gadgets and railway tickets. However, people are also buying clothes; gifts, computer and peripherals, and a few are buying home tools and products, home appliances, toys, jewelry, beauty products and health and fitness products.
Traffic for e-commerce sites is mostly coming from the two metros of Delhi and Mumbai. Here are few reasons for this: 1. Convenience It is the major reason. Both the cities are spread out over a large area and the best stores in both these cities are often concentrated in certain posh areas. In Mumbai for example there are certain items you get only in Crawford market which is at the other end of town in South Mumbai. And demographics show that the population of Mumbai is now concentrated in the suburbs. Of course, huge malls have come up in the suburbs as well, and Indias biggest mall Nirmal Lifestyle is in far-flung Mulund but often you find a better choice of sizes and styles choice in other malls, say Phoenix (central Mumbai). And though both Mumbai and Delhi have transport system, few people like to travel for two hours just
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to get to a shop at the other end of town. Clearly the transport systems leave much to be desired. In Delhi, safety is also an issue for women traveling alone in the evenings. 2. Literacy Rate and the Cities Internet Savvy Population Most cities in India have a higher literacy rate as compared to the national average of 64.8 percent. In fact Mumbai has a highest literacy even amongst the cities (86 per cent). Delhi too has a high literate population (81.2 per cent). Oddly, although Bangalore has a higher literacy rate than Delhi, at 83 per cent, the citys share of e-commerce is not very high. Kolkatta too has a literacy rate (80.8 per cent) and so does Chennai (80.1 percent.) If one compares these rates to literacy rates of cities like Patna (62.9 percent), Jaipur (67 percent), Indore (72 percent) or Warangal (73 percent) its clear why its the metros which are going to continue to lead e-shopping.
3 .Home delivery concept In any case, home delivery is a concept that Indians are familiar with and love. The mall craze has started only now. Earlier it was a choice between sweating it out in small crowded markets, or asking a friendly neighbourhood kirana (grocer) to deliver groceries home and this system is still thriving.
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Increasing penetration of Internet connectivity and PCs has led to an increase in the Internet users across India. The demographic segments that have witnessed maximum growth comprise college going students and young persons. These segments are the users of advanced applications and technologies online and are most likely to be heavy ECommerce users. 5. Increase in the number of buyers and sellers The success of a marketplace depends on the presence of a large number of buyers and a large number of sellers. In addition to online buyers, many offline stores have begun to sell their products in the online marketplace. The greater the number of sellers and buyers, the faster the market grows.
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Juxtconsult's survey found that 40 percent of all urban Internet users buy online, while 42 percent of the sales originate through just five percent of consumers. The survey was conducted in April 2008and sampled more than 30,000 users. "This section of buyers spends 5,000 rupees or more per month on the net," states the report. "It is interesting to note that two out of every three heavy spenders are also 'netholics,' those who are on the net for more than three hours per day...Of all those who buy online, only 25 percent are spending more than 1,000 rupees per month while the (remaining) 75 percent bill less than 1,000 rupees per month." (1,000 Indian rupees is currently equal to approximately $23 US.) The report also found that buying and search patterns among Indians differ between genders. "While 43 percent of male users buy online, only 31 percent of urban female users are consumers as well. Women tend to search more. Defying their more common attitude towards shopping, women are more guarded when it comes to the online market," says Juxtconsult. "Depending on the product type, nine percent to 25 percent are buying online, whereas 33 to 47 percent are searching the net for product information," it says.
SECURITY FEARS PERSIST Juxtconsult says the motivation for Indian users to make purchases online varies, but users fear compromised personal information is still a great risk when it comes to e-commerce.
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"The single biggest motivation for buying online for net users is saving time. Thirty-two percent of them look to shop online with this purpose. Convenience of shopping '24x7' and home delivery are other major incentives," says the report. "However, the concern of possible misuse of credit car or personal information is extremely significant among online buyers, with almost 55 percent of them voicing their concern. Clearly, tackling and countering the issue of online safety figures as an imminent challenge for net marketers." Books, CDs Top the List The products that are purchased most online in India, according to Juxtconsult, are books and CDs - making up 25 percent of all online purchases. "Ironically, computer hardware and software, despite having the home advantage are among one of the least bought products online, with only 13 percent buying them," says the report. "In sum, the online market in India is blossoming but is yet to take off in a considerable way. The Internet is still being used more for searching than buying products and services. Though a noticeable proportion of net users are also net consumers, essentially, at present only a small tribe among them is driving online shopping momentum," says Juxtconsult.
LATEST
A new trend in this space is that of Meta search engines. Ixigo and Ezeego are two players in this space. A Meta search engine searches all the online travel sites (including the airlines sites as well) and displays the best deals for the user.
Travel websites, such as Make My Trip India Pvt. Ltd and Yatra Online Pvt. Ltd, are battling to win over Indias Rs16,000 crore ($400 million) religious travel market
Online travel company MakeMyTrip (MMT) has recorded sales of Rs. 1000 crore for the financial year ending March 2008, as per a release.
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CONCLUSION:
Increased Internet penetration, a hassle free shopping environment and high levels of Net savviness see more and more Indians shopping online. .
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To attract customers, the competing online players are adopting all means to provide products and services at the lowest prices. This has resulted in making the consumers choice-spoilt, who in turn surf various websites to spot the lowest price for the product. Thus, although the number of transactions is increasing, the value of the products sold is continuously falling owning to high competition and leaner margins. Seasonality E-Tailing Market is faced by seasonal fluctuations. As told by an Industry player, August to February is the peak seasons for sale, while March to July is the dry seasons for sale. During the peak season, occasions that drive the sales are Diwali, Rakhi, Valentines Day, New Year, Christmas, Mothers Day, Friendship Day etc are. On these occasions younger generations prefers buying and sending gifts online. Credibility in Payment System Online frauds and breach are the biggest barriers to online sales. As a result, prospective buyers prefer staying away from revealing their credit card and bank details. Untimely Delivery of Products It might take a few minutes to search, book and pay for products and services online, but the delivery of the product may take unreasonable time. It is a challenge for E-marketers to convert low frequency online buyers into regular buyers through successful website design and by addressing concerns about reliable performance. Thus, the online retailing raises more issues than the benefits it currently offers.
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RECOMMENDATIONS: The companies need to reduce the risks related to consumer incompetence by tactics such as making purchase websites easier to navigate, and introducing Internet kiosks, computers and other aids in stores. The goal is not to convert all shoppers to online purchasing, but to show them its an option. In addition to above, efforts need to be taken to educate the online buyers on the steps that need to be undertaken while making an online purchase. Moreover, the feedback of an online buyer should be captured to identify flaws in service delivery. This can be done through online communities and blogs that serve as advertising and marketing tools and a source of feedback for enterprises.
REFERENCES
Consumer online shopping attitudes and behavior: an assessment of research ,by: Na Li and Ping Zhang ,Syracuse University Consumer attitudes toward shopping venues affect marketing strategies .By Susan McGinley
The State of E-Commerce: Online Shopping Trends,By James Maguire Journal of Electronic Commerce Research, VOL. 6, NO.2, 2005 Research report by IMNAI & Pinstrom Research report By: Thijs L. J. Broekhuizen ,University of Groningen, The Netherlands
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Framework for consumers intentions to shop online, research by Emerald Research report By: IAMAI
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ANNEXURE 1 Questionnaire
a. Yes
b. No
2. When was the last time you made a purchase over the Internet? a. One month ago b. Two months ago c. More than two months ago
3.
In the past 3 months what items have you purchased on the Internet? a. Books c. Airline Tickets / Reservations e. Music b. Videos / DVDs / Games d. Clothing / Accessories / Shoes f. Electronic Equipment h. Tours / Hotel Reservations j. Computer software l. Groceries n. other items
4. Which method (or methods) of payment did you use to make your last purchases over the Internet in the past 3 months?
a. Credit /Debit Card
b.
Bank Transfer
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c.
Cash on Delivery
d.
Money Transfer
e. Other Method
5.
What helps you decide which site to use for shopping online? a. Search engine d. Online Advertising b. Personal recommendation c. Special offer I saw
6. Do you have enough information about online products and services? Totally disagree Totally agree
Totally agree
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12. For each of the following, please tell if these concern you when you are making a purchase over the Internet. Great deal a) Not sure of product quality b) Cannot bargain/Negotiate c) Not sure of security of transactions /Credit card misuse d) Need to touch and feel the product e) Significant discounts are not there f) Have to wait for delivery Fair amount A little Not at all
NAME: AGE: below 23 yrs 23 yrs- 40 yrs 40 yrs-55yrs 55yrs and above GENDER: Male/ Female MONTHLY INCOME: below Rs. 20,000 Rs. 20,000-50,000 Rs. 50,000 and above
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By:Mary Ann Eastlick This chart shows how consumer attitude toward online shopping can lead either to approach coping (wanting to shop online) or to avoidance coping (deciding not to search or shop online). Someone who is optimistic toward the benefits of online shopping will develop approach coping. A person who is pessimistic toward online shopping will think of the drawbacks to it and decide to purchase in physical stores instead, which is avoidance coping.
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ANNEXURE:3
ANNEXURE:4
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ANNEXURE:5
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Indian brands that spend more than Rs.10 lakhs a year in India Average number of key words bought by a brand Most key words bought by a brand Most clicks bought by a brand in a month Average cost per click paid by advertiser in India Highest cost per click paid by advertiser in India Average search campaign click-through rate
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ANNEXURE:6
Top Online Travel Industry using Search Engine Marketing and their annual spend in Rupees.
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